'Smart Change' at ACCM

I couldn't agree more. The days of simplistic answers are as gone as the days of not targeting segments of customers or not being mindful of return on investment.

In fact, the discussion of slim-jim catalog formats was a popular one. Gina Valentino, president of Hemisphere Marketing, observed: “The Q&A after the panel session that I led was an arena for attendees to share their current challenges and discuss how best to manage budgets for the third and fourth quarters. The discussion about the potential changes to slim-jim (maximum letter rate) specifications led to a revealing opportunity to mail flats rather than slim jims. Identifying significant postage savings with co-mailing combined with the cost and less user-friendly three tabs pending on a slim jim are causing mailers to rethink their strategies."